Infinet Technology Logo

The brief:

In the beginning - Infinet Technology needed
a logo pronto, so used an online logo provider to get them started. A few years
on with clients such as BT, the need to look more professional became a
priority.

As a complete IT solution provider,
the business is highly technically experienced and offers a modern and dynamic
service which needed to be visually incorporated into the new brand style. The
new logo will be applied to stationery, social media, online and on branded work
wear.

Research and graphical focus

As with all our logo projects we look
into competitors, existing brand style, word association and relevant imagery
as a starting point. Specifically for this project researching icons and
elements that represent ‘infinity’, ‘cloud’,
‘connectivity’ and ‘technology’.

Initial ideas:

It is important that the brief is
considered at every stage of the design process but in the early stages it is
more crucial than ever. In light of research it’s quite common for initial
concepts to be quick doodles in notebooks or quick mock ups in design software.

For Infinet, first thoughts were
very much fixed on the ‘infinity’ aspect and how it could be symbolised with an
icon. Concepts featured loops and circles, creating an array of ideas playing
with different layouts, fonts and shapes.

After those first few thoughts were
down on paper ideas soon started to shift and in the case of Infinet it became
apparent ‘the cloud’ should be prominent in the design. After a short while
throwing ideas around, playing with elements and finding the balance, a set of semi-refined
concepts started to appear.

After a selection of logo concepts
are sent to the client and a decision is made it is time to refine the final
logo.

The concept:

After careful consideration of the
brief and research the new Infinet logo combines both the ‘infinity’ and ‘cloud’
elements in a clever twist. The free flowing figure 8 (representing infinity)
follows seamlessly into a universal cloud shape showing the unity between Infinet
and cloud based solutions.

Setting the new ‘infinicloud’ icon
in a circle created emphasis and allows the icon to be used as a stand-alone
logo for social media and other applications.

With the Infinet blue and pink
cementing the brand style and the addition of the tag line ‘responsive.
personal. managed’, Infinet can now rely on a modern, coherent logo to endorse
their brand.

The outcome:

Roll out of the new design
is in process through various mediums.“The design process was brilliant.
Having never had a logo designed before I had no idea what to expect. The New
Fat gathered ideas and came up with great concepts to choose from. I know our
new look will both enhance our client base and give the right impression of our
business going forwards.”Director – Infinet
Technology

A Bit About Us

We are The New Fat, one of Nottingham’s more recognised creative design and brand communication specialists. Since our 1999 inception, The New Fat has served organisations including B&Q, Bombardier and Penguin Books with the innovative, outsourced design services they need to develop and communicate their brands effectively.
We’re just as capable and comfortable working for national and international brands as we are with smaller niche companies and we continue to delight a broad spectrum of clients spanning pretty much all industry sectors, from leisure to retail, engineering to manufacturing and public sector to professional services. Our services are as perfect for organisations with overflow requirements as for companies lacking their own in-house design departments and although we’re Nottingham based, we currently enjoy working with clients throughout the UK and spanning the globe.